브랜드 명의 음성상징이 브랜드 태도에 미치는 영향

It is very important to give a brand name to a product in marketing situations. Even if you want to use natural language with the brand name that matches the product, there are many cases in which other companies are already preempting and registering many good names defensively. That's why we need to create a new word, not present in the natural language that we want to use. As a result, the brand name that supports the concept through the phonetic symbolism is increasing to overcome the problem of using the natural language. Since the phonetic symbol has a certain relationship between the phonetic and the meaning, it means that the simple phonetic irrelevant to the actual concept of the word has some meaning. A brand name is not simply setting a pretty name for a product, but it is the work of infusing life into a product. The brand name should have a meaning of abbreviation of the concept of the product and should be set in consideration of the difference from other brand names. In order to set the brand name, it is necessary to consider the possibility of using the Phonetic symbol. In other words, it should be discussed whether the Phonetic symbol can be applied to other languages other than English, and whether it can be generalized in a realistic marketing situation in which a consumer evaluates a brand. Because people pronounce the same English sentence in their native language pronunciation, they should not miss the special phenomenon of individual language. Therefore, it is necessary to study whether there is a difference in response according to the language notation. The meaning of brand name has been studied in the sense that it is transmitted through text. Since the meaning of the phonetic symbol is transmitted sensibly, it is necessary to verify whether the meaning is transmitted through the voice even in various realistic marketing situations. In previous studies, the perception of product attributes and brand name preferences were measured mainly through the symbolic meanings of brand names. However, it is necessary to verify whether it can affect overall brand attitude. It is important whether you feel it as a symbol or a phonetic symbol of Hangeul. It is necessary to verify the special phenomenon of the language of the speech symbol and to prepare a utilization plan for it. The purpose of this study is to investigate the effect of phonetic symbolism on brand name development in realistic marketing situations. In addition, we want to investigate whether it feels the phonetic symbol of English when it is presented in English to Koreans. For this purpose, we tried to establish the application of the phonetic symbolism to the brand name of domestic consumers by verifying the language phenomenon of the phonetic symbol. Two experiments were conducted for this purpose. In study 1, the vowels in the brand name was manipulated as positive vowels and negative vowels one for Korean and English scripts(accompanied with Korean) for the script. We measured the congruity of the brand name and the consumer attitude toward the brand by manipulating size of car and the refrigerator. In study 1, when the phonetic symbol of the brand name and the product attribute were matched, the brand name congruity and the consumer attitude toward the brand were positively high, and the coincidence effect was significant in the same direction in the Korean and English markings. In study 2, it was verified how the phonetic symbol of brand name affects the semantics and cognitive efficiency as it gets closer to actual advertisement context. For this purpose, the concept description was divided into three stages (simple description, sentence description, and full description) and brand name preference was measured by dividing the product attributes into two types (small and large). In study 2, the brand name preference was high when the product attribute was consistent regardless of the concept description. Based on the above results, it is shown that the agreement and disagreement between the phonetic symbol of brand name and the product attribute affects the consumer attitude toward the brand and the phonetic symbolism can be used in various marketing situations.